AdSomeNoise Makes Summer Shine for Ethias

Last month, Leuven-based agency AdSomeNoise secured one of the year's biggest pitches by winning Ethias as a client. Now, the new partnership is already coming to life with its first major campaign. The timing couldn't be better: summer holidays are just around the corner, temperatures are rising (we hardly need to tell you) and Belgians are once again heading off in large numbers. By bike, motorcycle, car or plane.

But on the road, and even on holiday, things don't always go as smoothly as planned. A flat tyre, a car breakdown, a suitcase that never makes it to its destination… These are exactly the moments when Ethias' offering proves its value, with insurance solutions that are especially relevant as people prepare to travel.

Whether it's Bike & More Insurance, Motorcycle Insurance, Cancellation Insurance or Baggage Insurance, Ethias has you covered this summer too.

For AdSomeNoise, the campaign also marks the agency's first major assignment since the partnership began. It provided the opportunity to bring a fresh perspective to the Ethias universe and reintroduce the iconic Ethi characters through a renewed creative approach.

For the campaign, AdSomeNoise created a series of summery scenarios where things never quite go according to plan. Familiar holiday situations, unexpected twists and playful copy bring the different insurance products to life in a warm, humorous and relatable way.

The Ethias visual universe has also been refreshed. The characters reconnect with their original spirit while welcoming a fresh summer breeze into their world. It's a creative direction that will continue to evolve and expand in future campaigns.

This first campaign will roll out across a wide range of channels, both offline and online. It will appear on radio, outdoor advertising, the backs of trucks, digital video, as well as across a full social media and display campaign.

With this first campaign for Ethias, AdSomeNoise immediately demonstrates how strategy, creativity, media and AI come together in one fully integrated approach.

CREDITS

Client

Svea Thielen – Head of Digital Channels, Performance & CXS Jelle Vanheers – Project Manager Marketing Stephanie Dechamps – Project Manager Performance Marketing Stijn Van Aerschot – SEA Campaign Manager

Agency

Creative Director: Gert Pauwels Strategy: Johan van Mol, Rebecca Cox Concept: Tine Poelman, Amèl Amri Copy: Tom De Vliegher, Wout Dujardin, Michel De Schauwers AI Production: AMAI.design AI Artists: Tine Poelman, Amèl Amri Production: Louis Havet, Mauro Coone, Aachal Shrestha, Tim Kaelen Account Director: Sharon Lavaert Account Executive: Irma Vanvoren Media Director: Pieter Jadoul Campaign Managers: Andreas Vanderperren, Ine Desmedt VO & Sound: Raygun Media Agency: Space